Mercedes-Benz pops up at Intu Trafford Centre
Shopping centre operator Intu is further embracing the pop-up shop approach with a new Mercedes-Benz store at Intu Trafford Centre.
The short-term installation by Mercedes-Benz Manchester Central, which is the UK’s largest official Mercedes-Benz retailer, will showcase different models every week to enable shoppers to get up close and find out more about the vehicles.
Roger Binks, customer experience director of Intu, said: “We’re seeing more and more innovative brand activations across our centres. What we’re doing with Mercedes-Benz is a great example of how a household name can reach a new audience, in a very different way. We’re able to surprise and delight our customers by adding something a little different to the usual shopping centre experience and giving Mercedes-Benz the opportunity to immerse customers in their brand in an exciting and creative way.”
A range of Mercedes-Benz collection items will be available in store including pieces from the MERCEDES AMG PETRONAS Formula One range. Shoppers will also be able to use the in-store Mercedes-Benz configurator to review the selection of cars available.
“This is all about taking the Mercedes-Benz product to visitors of Intu Trafford Centre and delivering a premium brand experience,” said Martin Nield, general manager for Mercedes-Benz Manchester Central. “With 31 million visitors each year and outstanding TripAdvisor and Yelp reviews, Intu Trafford Centre is the perfect location to showcase the brand, its services and our product range.”
